Bulldog Hears the Ocean Calling

The ocean itself serves as the bait for consumers in a new campaign for the Diving Equipment and Marketing Association.
Created by San Diego agency Bulldog Drummond, the estimated $2 million print effort vividly depicts divers swimming through a psychedelic ocean. All text is written as though the sea were directly addressing the reader. One ad reads, “Haven’t seen you in a while. So what’s up?” The ocean wonders what it did wrong to offend the potential diver: “Was it that rip tide when you were body surfing? Lighten up.”